Maraña, Cj Ken A.
Upon watching a TV Commercial. As watching the the video, answer the following
questions.
1. What is the message?
- Upon watching the video, the core message that leaves a deep meaning was;
“And hindi mawawala sa uso, masarap na tulog” — meaning that regardless of
trends, what never goes out of style is a good sleep. It is suggesting that restful
sleep is timeless, more meaningful than fleeting fads.
2. What is the purpose of the message?
- The advert is meant to ensure the promotion of the Flex Foam bedding in the
Mandaue Foam brand through emphasis on the importance of comfortability
and decent sleep. It is also critical of those who are willing to forego sleep to
achieve a fashionable appearance-the film urges the audiences to avoid faddish
behavior and make healthy choices which result in comfort.
3. How is the message conveyed by the text and/or video?
- Narrative structure: The narrative demonstrates the obsession of a teenage girl
to follow a particular celebrity trend such that she jeopardizes her health to
achieve it: eye bags.
- Twist ending: She flaunts those bags under her eyes then realizes that it is not
a trend anymore and trudges home but that underscores how trends are
unsustainable.
- Final beat: The slogan comes along the product (Flex Foam) conclusively
reflecting how the brand propagates its association with long lasting values.
4. What did you feel while and after watching the commercial?
- Initially, the commercial seems strange and funny, the scene in which a person
does everything to follow a fashionable trend is funny. Then there is a pang of
sympathy and introspection: disquieting how health can be sacrificed so
deceptively to vanity in the moment.
5. Who is the target audience of the message?
- Clearly, the ad targets young Filipinos who are trend-conscious and heavily
influenced by celebrity and social media culture. It also appeals to parents,
using the mom character to highlight health and responsible choices.
6. What modes were used in presenting the message?
- Visual: facial expressions, light, places (home, street, television studio).
- Oral: Dialogue ("designer eye bags", “It is 1923! The opening verbal phrase
(Tagalog: (Laos na ona) and the tagline text that appear at the end.
- Sound: Playful mood music ends and is replaced with introspective music.
- Gestural: In order to achieve more emotional effect, the excitement and
gestures of the girl and the mother are shown too much.
- Narrative/spatial: Change of spaces plays an important role in the story: the
world of the idol, the setting (home and neighborhood).
7. Do you think it effectively integrate the different modes in conveying this message?
Explain your answer.
- Yes, the advertisement is a brilliant combination of story telling, humor,
visuals, dialogue and tone shifters to convey the powerful message. The
anticipation works, it is fun and involves the viewer; the ending (thwarting the
trend and getting the point to sleep) gives emotional logic to the case and
brand payoff. The interaction of the modes make you watch, digest and finally
recall the message and equally the product.
